Applying Aperture to Social Media Marketing

When someone says the word aperture, you probably think of some technical photography jargon and a bunch of other camera terms that go way over your head. (I do at least.) That’s probably because the word aperture is usually used in the context of photography. Heck, even doing a Google search to define the word will bring up the following:

  • An opening, hole, or gap
  • A space through which light passes in an optical or photographic instrument, esp. the variable opening by which light enters a camera

In advertising, however, aperture takes on a whole new meaning. The concept of aperture in advertising is defined as “the ideal time and place at which consumers of a product or service can be reached with an advertising message.” That’s right, Professor Doyle, I paid attention in Comms 230! Traditionally, the job of the media planner has been to determine the best media vehicle to use to get a brand’s message out to the right people at the right time.

With all the changes in advertising nowadays, along with the ever-evolving channels of social media, it seems as if social media strategists and small business owners for all companies have an important question to ask themselves: “Which social media vehicle do use to promote my company to the right people at the right time?” In other words, how do you apply the advertising concept of aperture to social media marketing? Using the correct social platforms and media timing can be the difference between a viral message and a simple branded message.

How can you tell if there is a social media trend beginning? You can do trend searches and find a study increase in trends by going to Google trends predict previous months’ user search behaviors.

Social media is all about promoting your business to the right people at the right time, using the right platform. It’s up to you to figure out how to do that. So here’s a quick guide as to how and when to use the major social media platforms:


Your social media hub. Whether you’re a Fortune 500 company or a small/local business, Facebook’s platform should be the center for anything social. This is where everything comes together. It may not be where you spend all your time and energy promoting your company, but it will be the first place customers will go to connect with your company.


Fantastic communication tool between your company and your consumers. Followers can tweet at you directly and you can reply in direct message or @ replies. Twitter is also a great way to get a message out to a lot of people at once. If you’ve got an announcement about your company or a new product you’re releasing, Twitter is a great way to get it out there immediately.


It’s like a business convention…online. B2B companies can benefit from using LinkedIn by connecting with other business professionals in their line of work. Creating groups, posting jobs, and sharing company news all allow businesses to find other businesses that may offer a service they are looking for.


Products, products, products! If you’re an e-commerce site, having your products up on Pinterest with a link to your website will help you see more conversions. After all, shopping and sharing are really all that take place on Pinterest!


Want to create some commercials for your business but don’t have the marketing budget to put it on national television? Maybe you’re a national brand and you want to showcase a new product or service. Either way, if it has anything to do with videos, YouTube is where you’ll want to turn.

Let us know other ways you use social media to reach the right people at the right time in the comments below!